Can AI Change Travel Without Sacrificing Trust? Insights from Amadeus' Head of Research
Rodrigo Acuna Agost of Amadeus explains how AI is shaping the future of travel while building trust through responsible data practices.
Amadeus powers much of the global travel ecosystem, processing around 3 billion flight searches every day. As Head of Research and AI Center of Excellence, Rodrigo Acuna Agost leads efforts to turn this vast data into smarter travel experiences.
At the upcoming Skift Data + AI Summit, Rodrigo will share how Amadeus uses artificial intelligence to personalize journeys, improve operations, and enhance customer satisfaction. His work highlights both the potential and challenges of AI in travel.
Balancing innovation with ethics, Amadeus is pioneering a Responsible AI Framework to ensure technology is applied transparently and fairly, maintaining trust with customers and partners worldwide.
What's one of the most exciting ways you're using data right now to make business or customer decisions?
'No data, no AI!'
'Amadeus connects many travel industry participants, allowing us to process large amounts of data. This facilitates innovation and the improvement of experiences for both travelers and customers.'
'Today, we already operate at scale thanks to this. To give some examples, Amadeus processes approximately 3 billion flight search requests every day! Additionally, our solutions enable our customers to make well-informed decisions through the use of advanced insights, including artificial intelligence. We strive to ensure a seamless and efficient experience throughout their journey.'
'We firmly believe that AI has the potential to greatly enhance every stage of a traveler's journey: from personalized content that sparks imagination and encourages them to explore new destinations, through enhanced traveler-centric search and shopping experiences, personalized customer operations, to the evaluation of customer sentiment post-trip.'
How are you balancing innovation with responsible data governance?
'Any new technology comes with its opportunities and challenges. While AI brings exciting options, it also introduces potential risks such as bias, data privacy issues, intellectual property conflicts, and cybersecurity threats. To manage those risks, we are adapting our processes and policies to implement a Responsible AI Framework that will enable us to adhere to the European AI Act, as well as any other emerging relevant AI regulations relevant for our global operations.'
'Is it a constraint? Not at all! It ensures we comply with our values and ethical principles and reinforces the trust we have built with our customers, partners and employees, while pushing the boundaries of AI knowledge in travel with a drive to improve the overall travel experience.'
What emerging trends in AI or data are you watching most closely right now?
'AI is progressing rapidly, with research updates and announcements occurring almost daily. Our Research team tracks these trends and exploratory projects. These programs help us to identify where to focus more while keeping monitoring any progress.'
'In 2025, we are focusing on two major areas:
Agentic AI:
Agentic AI refers to artificial intelligence systems that can act autonomously, make decisions, and perform tasks without human intervention. In the travel industry, agentic AI could significantly enhance customer service by providing personalized travel recommendations, handling bookings, and managing itineraries. It could also streamline operations for travel companies through automated processes such as baggage handling, flight scheduling, and real-time updates, ultimately improving efficiency and customer satisfaction.
Responsible AI:
Responsible AI emphasizes the ethical and accountable use of technology, ensuring AI systems operate fairly and transparently. For the travel industry, responsible AI can build trust with consumers by safeguarding privacy and data security, making unbiased travel suggestions, and ensuring equitable access to travel resources. Responsible AI can also help mitigate potential negative impacts, such as over-tourism and environmental degradation, by promoting sustainable travel options.'
Hear More from Amadeus at Skift Data + AI Summit
Rodrigo Acuna Agost offers a compelling case for how Amadeus is not only innovating at scale but doing so with a deep sense of responsibility. From agentic AI to ethical frameworks, his work sits at the cutting edge of travel technology.
To hear more from Rodrigo and other data and AI leaders reshaping the future of travel, join us at the Skift Data + AI Summit. Discover how industry pioneers are turning data into smarter decisions and AI into meaningful experiences.
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